Dog Food in Mexico

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Executive Summary

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TRENDS

Dog food sales continue to recover from the imposition of 16% VAT in 2014. Modern grocery retailers, such as supermarkets and hypermarkets have increased their selling space, while the expansion of new pet specialists continues, thus the availability of products has increased. Mexican families have been acquiring pets and consider them as part of their families, contributing to rising demand for these products is higher and increases in selling space. As a result, pet care products, including dog food, are taking selling space from categories such as baby care and electronics.

COMPETITIVE LANDSCAPE

According to 2017 estimates, Effem SA de CV and Nestlé México SA de CV will maintain their position as market leaders in the dog food category. Other companies, like MaltaCleyton SA de CV and Nueva Tecnología en Alimentación SA de CV, are also seeing stable performances. MaltaCleyton had a value share of 7% in 2016, and saw its share increase in that year. Nueva Tecnología en Alimentación had a 4% share, and saw a one percentage point rise in 2016.

PROSPECTS

During 2016, the industry had a more stable performance compared to 2015, after the 16% VAT implementation in 2014. As retailers keep increasing sales space and the number of pets around the country also increases, the industry will continue to have a positive trend.

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